Kyttn's founder Jake Siddall spent twenty years across agencies and in-house teams, from NZ growth-stage brands to global campaigns. The same pattern showed up everywhere: the businesses that win aren't spending more. They're spending in the right order, and they never skip the diagnosis.
Before anything is built, we diagnose.
Most businesses start spending before they know whether there's a position worth fighting for. We find out first. Using Sphynx 2.0, we map your market, your real competitors, and the gaps they're leaving open. Most NZ competitors look stronger than they are. We find the cracks.
The output is a clear answer to one question: is there a position in this market that is genuinely winnable, and if so, where exactly is it?
If the answer is yes, we show you exactly where to aim. If the answer is no, we say so and walk away. That honesty is the foundation everything else is built on.
→ Know exactly where to aim before you build
→ Walk away from battles that aren't worth fighting
Now we know where to aim. Phase two locks in the plan before anything is built.
This is where the business goes from a plan to live and trading.
Brand created or applied, sharpened by what phases one and two revealed about the market. Website built. Google Ads launched. Brand built before the diagnostic is guesswork. Brand built here is built on intelligence.
The campaign and the landing pages are designed together, so they speak the same language from day one. That's why the conversion rate is higher from the start. The industry average sits around 2%. A properly built conversion layer pushes that to 6% and above. En Beauty launched at 6.5%.
→ Turn more of the right visitors into paying customers
→ Build a brand the market responds to, not one built on assumption
Compound the traffic and trust already built.
Once the site is live and converting, this phase makes everything more powerful over time. You get found in more places. You get cited by more sources. The organic rankings built in phase two become harder for competitors to displace, because authority is compounding underneath them.
AI search is increasingly part of this. When someone asks ChatGPT or Gemini who to talk to in your category, the answer depends on what's already been built. En Beauty has a 100% competitive perception score on Gemini and 82 AI citations across platforms. That wasn't luck. It was built deliberately, starting from phase one.
→ Multiply the value of everything already built
→ Get found everywhere your customers look
This is where you stop competing and start leading.
Once phases one through four are working, businesses will eventually hit a performance ceiling. Google Ads optimises. SEO compounds. And then growth flattens, because you're only capturing demand that already exists.
Phase five creates demand instead of capturing it. Full-funnel campaigns, film, brand experience, and creative direction that builds the kind of recognition where people search for your name rather than your category.
Phase five is not the next step for most businesses. It's what you build once the foundation is strong enough to support it. Some businesses reach it in two years. Some in five. Some never need it and that's fine.
→ Move from capturing demand to creating it
→ Turn customers into an audience that grows itself
Most Kyttn clients start with phases one and two. Some come in at three. A few need all five.
The diagnostic tells us exactly where your business is in the sequence, what's already working, and what the highest-leverage thing to build next is. You only pay for the phases that will actually move the needle at your specific stage.
If you've already got strong SEO and traffic but your conversion rate is sitting at 2%, phase three is where we start. If you've been running Google Ads for six months with no meaningful data to show for it, the problem is probably in phases one or two, and spending more on ads won't fix it.
The system exists to give you clarity on that before you commit to anything.
